Social Network Gift Suggestion Targeting via Segmentation
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Solution Overview
Problem
Conventional promotional methods for vendors of products and services related to special occasions are inefficient as they advertise to a wide audience, often reaching individuals not interested in their products, leading to wasted advertising efforts and reduced sales opportunities.
Innovation Solution
A social networking system that utilizes user data to suggest and deliver targeted gift suggestions during life events, allowing vendors to promote their products to users likely to be interested, with features like gift arbitrage to maximize revenue and user engagement.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If vendors use mass media promotional methods (billboards, television broadcasts, newspaper advertisements) to advertise products, then the reach and visibility of advertisements are improved, but the effectiveness and relevance to interested parties deteriorate because advertisements are shown to a wide variety of individuals who may not be interested
Solution Approach 1:
The patent segments the broad audience into specific user groups based on their life events and relationships. Instead of advertising to everyone, the system divides the population into targeted segments (e.g., users celebrating birthdays, users planning weddings) and delivers advertisements only to relevant segments, thereby maintaining broad reach while improving effectiveness.
Solution Approach 2:
The system performs preliminary actions by monitoring user life events and relationships in advance. Before vendors need to advertise, the system has already identified users who are likely to be interested in specific products or services based on their upcoming life events, allowing for timely and relevant advertisement delivery.
2Reliability
If vendors target advertisements towards specific individuals likely to be interested in their products, then the effectiveness and conversion rate are improved, but the complexity of identifying and reaching the right audience increases
Solution Approach 1:
Users essentially self-segment themselves by providing life event information and relationship data to the social networking system. The system automatically processes this user-generated information to identify targeting opportunities, reducing the complexity of audience identification for vendors while maintaining high effectiveness.
Solution Approach 2:
The system uses feedback from user interactions, life event declarations, and relationship mappings to continuously refine targeting accuracy. This feedback loop allows the system to learn from user behavior and improve targeting effectiveness without proportionally increasing system complexity.
3Productivity
If the social networking system exploits social information to connect vendors to parties involved in special occasions, then the productivity and sales opportunities are improved, but the loss of user privacy and data security increases
Solution Approach 1:
The patent applies local quality by differentiating the level of information sharing based on user preferences and context. Not all user data is exposed to all vendors; instead, only relevant information pertaining to specific life events and relationships is shared with appropriate vendors, maintaining privacy while enabling targeted marketing.
Data Source
AI summary
A social networking system provides suggestions of gifts to users for presentation to a target user for a life event of the target user. Merchants provide bids for their products. The social networking system selects products as gift suggestions based on the merchants' bids, recipient's interests, and the candidate user to whom the gift is suggested. The selected gift and any messages relating to the life event are held until a specified time and then delivered to the target user. At the time of delivery, the target user may be provided with alternative products that the target user can select instead of the gift. The social networking system can earn revenue based on promotion of products as gift suggestions, promotion of products as gift alternatives, and for any financial transaction related to the gift.